The filtration system of localization and glocalization for brand voice and brand communication
For over half a century, there has been ongoing debate among communication professionals and theorists about the need for localization or globalization in brand communication. Both sides have argued about the most effective strategy for global brands in the global market, with no clear consensus on...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Negeri Yogyakarta
2023-10-01
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| Series: | Journal of Social Studies |
| Subjects: | |
| Online Access: | https://journal.uny.ac.id/index.php/jss/article/view/57703 |